Premiumisation in RTDs: What It Means for Beverage Brands
Premiumisation is the process of enhancing a product to create higher perceived value through quality, flavour, packaging, and storytelling. In RTDs, it’s about turning convenience into experience.
This movement is driven by:
Consumer sophistication: People are more discerning and expect balanced, complex flavours.
Experience economy: Drinks are part of lifestyle experiences — from social occasions to premium moments.
Health and wellness awareness: Consumers are looking for simpler labels, less sugar, and more natural ingredients.
From a QA perspective, this also means aligning ingredient sourcing, labelling, and formulation control with evolving consumer expectations.
Why RTDs Are Prime for Premiumisation
RTDs naturally bridge convenience and quality. By applying premiumisation principles, brands can take a familiar product and make it feel more crafted and intentional.
Some key focus areas include:
Ingredient quality: Selecting natural mixers and high-quality spirits can elevate perception — supported by QA checks to validate ingredient integrity.
Flavour innovation: Introducing unique or seasonal combinations while maintaining product stability and flavour consistency.
Packaging and presentation: Using design to reflect a premium feel — with QA ensuring packaging safety, compliance, and durability.
Brand storytelling: Communicating craftsmanship or unique production processes accurately and responsibly.
Opportunities for Beverage Brands
For brands like IDL, premiumisation in RTDs offers multiple benefits:
Market differentiation: Standing out in a crowded segment.
Consumer loyalty: Building trust through consistent quality and taste.
Higher margins: Reflecting perceived value while investing in better ingredients and production processes.
Each of these relies on QA oversight to maintain standards as formulations, ingredients, and packaging evolve.
Balancing Premiumisation with Production
Premiumisation isn’t just about the marketing story — it’s about execution. High-quality ingredients and advanced packaging demand precise processes and consistent QA control.
At IDL, innovation and production are developed hand-in-hand. Our quality assurance team helps ensure that new RTD concepts maintain consistency, stability, and flavour integrity from batch to batch. With the support of our modern production facilities, small-batch innovation can be confidently scaled without compromising quality.
Communicating Quality
An elevated product experience relies on clear, transparent communication. QA plays a vital part in verifying that claims made through labelling, marketing, and packaging accurately reflect product formulation and compliance standards.
Highlighting aspects like craftsmanship, ingredient integrity, and quality control not only builds trust — it reinforces the story behind every can or bottle.
The Future of RTDs
The RTD category is on track for continued growth, particularly in the premium segment. As consumers seek drinks that align with lifestyle and values, maintaining quality and transparency will be the foundation for success.
For IDL, premiumisation represents more than an upgrade in style — it’s an opportunity to demonstrate our shared commitment between production, QA, and marketing to deliver elevated yet dependable drinking experiences.
Final Pour
Premiumisation in RTDs is about quality at every level — ingredients, processes, and presentation. QA ensures these elements are more than promises; they’re consistently delivered in every batch.
By working together across departments, IDL can continue creating products that embody both convenience and craftsmanship, ensuring that every sip meets the high standards our consumers expect.
